FOR

EF Educational Tours

ROLE

Creative direction & copy

Every year, EF Educational Tours hosts a Global Leadership Summit where high school students gather to address a global issue. When we took our Summit to Milan, Italy, we challenged students to consider the future of food and how we might improve access to healthy, sustainable food on a global scale. Not an easy assignment, even for a bunch of overachieving, idealistic teenagers.

My team was tasked with bringing the Summit theme to life with a concept and collateral that would extend across the entire event—from workbooks the students would use to prototype solutions to this challenge to signage that would hang in the convention hall to swag that would keep the inspiration going back home.

To help attendees contextualize what we were asking of them (and how they might approach it), we invited them to look at something simple and recognizable, challenge their assumptions about it, and see the potential in it. And what's more iconic and imbued with possibility than…a tomato?